Greentailing and other revolutions in retail : hot ideas that are grabbing customer's attention and raising profits PDF
Preview Greentailing and other revolutions in retail : hot ideas that are grabbing customer's attention and raising profits
Greentailing and Other Revolutions in Retail Hot Ideas That Are Grabbing Customers’ Attention and Raising Profits Neil Z. Stern Willard N. Ander JohnWiley&Sons,Inc. Greentailing and Other Revolutions in Retail Greentailing and Other Revolutions in Retail Hot Ideas That Are Grabbing Customers’ Attention and Raising Profits Neil Z. Stern Willard N. Ander JohnWiley&Sons,Inc. Copyright©2008byNeilSternandWillAnder.Allrightsreserved. PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey. PublishedsimultaneouslyinCanada. Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,or transmittedinanyformorbyanymeans,electronic,mechanical,photocopying, recording,scanning,orotherwise,exceptaspermittedunderSection107or108of the1976UnitedStatesCopyrightAct,withouteitherthepriorwrittenpermission ofthePublisher,orauthorizationthroughpaymentoftheappropriateper-copy feetotheCopyrightClearanceCenter,Inc.,222RosewoodDrive,Danvers,MA 01923,(978)750-8400,fax(978)646-8600,oronthewebatwww.copyright.com. 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HF5429.S7342008 658.8’7–dc22 2008012263 PrintedintheUnitedStatesofAmerica. 10 9 8 7 6 5 4 3 2 1 Contents Preface xi Introduction—What’sGoingtoRevolutionize RetailingintheFuture? xix CompressedLifeCycle xxi CHAPTERONE—InflectionPointsinRetailing 1 InflectionPointModel 4 CreateorReact 4 What’sInvolvedinGettingItRight? 6 HowDoYouKnowifYou’reontheRightPath? 8 CHAPTERTWO—TrendsareInterconnected 11 StartwiththeCustomer,Please! 12 PowerofDemographics 14 ConsumerBehaviorChangesandDemography 17 DisruptersandAccelerants 20 PuttingItAllTogether 23 CHAPTERTHREE—Greentailing2.0—TheSecond GenerationofGreen 27 Greentailing2.0Defined 31 BewareofGreenwashing 32 TheGreenMovement 34 GreentailersAbroad 37 v vi Contents WhatAretheKeyElementsofGreentailing? 40 ThinkGreen 40 ActGreen 42 SellGreen 48 ConveyGreen 53 CHAPTERFOUR—TheConsumer’sViewonGreen 57 GreenPractices: 58 WheretheRubberHitstheRoad—WhatMattersMost 65 CHAPTERFIVE—GreentailinginAction—Case Studies 69 Apparel,Home,andSpecialtyRetail 70 BuffaloExchange—RenewableGreen 70 PivotBoutique—AGreenEntrepreneur 73 Nau—AndtheDangersofGettingAhead oftheCurve 74 Williams-Sonoma,Inc. 77 BigBoxRetailers 79 TheHomeDepot’sEcoOptionsProgram 79 Wal-Mart’sRealGreenEfforts 81 Target 87 Staples 89 OfficeDepot 90 Grocery 91 WholeFoo dsMarket—Greentailing’sPosterChild 91 Safeway 94 PCCNaturalMarkets 96 TraderJoe’s 98 Suppliers 99 MethodandCleanerCleaningSupplies—Eco-Hip 99 Unilever 101 Apple 102 GreenerOutdoors 103 Timberland 103 REI 104 Nike 104 Contents vii Gaiam 105 GreenerBuildings 106 GreenExchange 106 CHAPTERSIX—PuttingGreenPracticesintoAction 111 ThinkingGreen 113 IncorporateGreenInitiativesintoYourMission andCoreValues 113 DevelopGreenAdvocateswithinYour Organization 114 ActingGreen 114 DesignEnvironmentallyandEnergyEfficient Buildings 114 DevelopEfficientMethodsforDealingwithWaste 116 PromoteEco-FriendlyPackaging 117 ConverttoEnergy-ConsciousFleets 117 OffsetCarbonEmissions 118 GetInvolved 119 SellingGreen 119 SourceandPromoteProductsThatAre EnvironmentallyResponsible 119 ConveyingGreen 120 CorporateSocialResponsibility 120 GreenCommunicationSystems 120 EncourageTransparentPolicies 121 BeCharitable 121 Summary 122 CHAPTERSEVEN—TheHotFive—Other RevolutionaryThemesinRetail 123 TheHotZone 127 CHAPTEREIGHT—DemographicShiftsProvide RetailOpportunities 133 ALookatU.S.DemographicTrends 134 CapitalizingonFutureDemographicShifts 135 GettingtoWherethePuckIsGoingtoBe...Ahead oftheBigDemographicShifts 136 viii Contents BeyondDemographics:TheSignificance ofLifestyle,Attitudes,andValues 148 TimeCompression 151 CustomersinControl 154 CHAPTERNINE—MovingUptheLadder— GrowthofExperientialRetailing—HowtoDrive SalesandProfitsbeyondPrice 157 LululemonAthletica—ANewBreedofExperiential Retailer 162 Oops—PaivaDidn’tDeliveronExperience 163 WhoElseGetsExperience? 164 CHAPTERTEN—GettingOutsidetheBox—New WaystoReachtheConsumer—TheGrowthof NonstoreRetailing 167 IntelligentMultiChannel 168 JCPenney 169 Williams-Sonoma,Inc. 171 PoppingUpAlloverthePlace 172 LaunchingBrandsDirectly 177 BareEscentuals 178 ThePamperedChef 180 CreativeMemories 181 OtherNon-StoreRetailingChannels 183 ReachingConsumersinNewandReinventedWays 184 CHAPTERELEVEN—SellingServices,Not JustProducts 185 DemocratizationofService 186 DemographicShifts 188 ServicesAreClearlyOutpacingRetailGrowth 189 PetSmartandthe“Humanization”ofPets 191 SofterSideofServices 192 RetailClinics—AfforableDiagnosisand CureinOneSpot 195 FinancialServices 197 SoWhat’sNext? 199
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